Gender differences in Croatian consumer decision-making styles

This paper tests the applicability of the CSI instrument to measuring consumer decision-making styles in the Croatian environment. The analysis assesses the validity and the reliability of CSI scales and examines gender differences in consumer-decision making styles. Research results point to the existence of eight consumer characteristics and thus validate the applicability of CSI instrument in the Croatian environment. Our findings further indicate that there were gender differences on five factors of consumer-decision making styles (perfectionist, novelty-fashion consciousness, recreational-hedonistic consumer, impulsiveness, habitual shopping behavioral). No significant differences in consumer decision styles between men and women were found with regard to three factors (brand consciousness, price consciousness and confused by overabundant choice). The CSI measurement system may help practitioners to gain a better understanding of how to position their products and services more effectively.